Improve Conversion

Targeting specific products/services using domain names

• Do you find it hard to target certain products/services using your site?
• Does it feel like a huge task to rebuild a site to focus on all your products/services?
• Do you find it hard to get sign off or internal approval for a new site build?

Even after sign off we have found many projects take several months to complete as the all encompassing site is built and loaded with content. By the end of the project the internal team and any agency can lose their energy to implement marketing programs and make further changes as they see how the site responds to the initial campaigns.

Why not just target one area?

It is worth looking at your products and services and targeting one or two of them to achieve high conversion rates and then rolling the learning out to other areas or using that design/idea on the main new site build.

We advised one of our clients, a car leasing company, to focus on one brand such as Audi rather than all brands. The reasons for this were compelling

1. There was a high search volume on Audi related phrases that outweighed the budget with a conservative 5% click through rate on adverts.
2. They could generate lots of leads in one sector to achieve and use this to negotiate better supply deals to increase sale conversion rates.
3. A site focused on just one sector would take a month to launch compared to 3-4 months for a site covering all brands.

www.myleaseaudi.co.uk was born out of www.my-lease.co.uk

The results were outstanding

• Click through rates on adverts went from  7.5% to 16% just by having www.myleaseaudi.co.uk as the destination URL as opposed to www.my-lease.co.uk
• Conversion of visitors to leads increased from 3% to 14%

Potential customers are less distracted due to their being no other brands and convert a higher rate with a focused offering and landing pages for each sub model e.g. Audi A3 as well as Audi family/small cars.

By asking people why they used the site for a quote they said they felt that My Lease must be an Audi specialist who knew the market well.

The quote form on the right hand side of all products worked very well and we have used this on various other sites. This is helping the potential customer take action.

This successful model can now be rolled out to other brands (such as Mercedes or BMW) or to all brands.

All the evidence suggests that you can get high rankings for keywords in your domain names fairly easily. A domain name such as www.antiqueclocks will work better than www.bobsemporium . This situation has been fairly constant over the last 5 years.

That’s great but finding a domain name with your keyword that is a sensible length or a well know extension (like .net .com .co.uk .org) can be challenging and time consuming when you have to try to contact sellers and negotiate a fair price.

Using Geography for better results

One area that we always surprisingly seem to find availability is with geographical areas in the domain name.

One of our IT clients FOS were targeting the phrase IT Support. Their main service area is the county of Essex. We agreed to build a microsite under www.itsupportessex.co.uk

Not only were we able to get the site listed in the top 3 for IT Support Essex and Computer Support Essex by following on site best practices and some themed link building but we found the domain name worked better at generating clicks.

Potential customers would see an advert or listing with a URL that seems more relevant to their search and are more likely to click the advert.

This approach delivers

• Higher SEO rankings.
• Increased conversions from search to click through.
• Increased conversion to leads/sales as the customer feels they are on the right site.

Where can you find suitable domain names?

Try domain selling sites that offer available alternatives to your initial request. If you can’t find a suitable domain name try domain resale sites such as www.sedo.co.uk  . You can also look to buy websites for sale with a presence and history on Google for quick success. Just ensure that if you rebuild the site you redirect old pages to any new pages using the Google 301 redirect.